Lynx launches temporary social club ‘Style Space’ in Darlinghurst via Mindshare + Vice
This November, Lynx Australia is launching Style Space, a temporary social club in Darlinghurst that will celebrate, enable and express effortless individuality amongst guys and girls of Sydney.
Running across 12 nights throughout November, experts within different passion points ranging from music, gin and design through to hair, scent and styling will be on hand to help enable guys to find their own individual style.
Mindshare, in partnership with Lynx Australia, Vice and D’Marge, have created the concept which will be the best parts of where your local bar, barber shop and gentlemen’s lounge meet and will open its doors from November 12-29 (Wednesday through Saturday evenings from 5pm-10pm).
The partnership between Lynx and Vice also includes a content series titled ‘Coolest Guy Ever’ which asks musicians Jared Swiley from Black Lips, Monte Morgan and Harvey Miller from Client Liaison and Stella Mozgawa from Warpaint who their “coolest guy ever” is.
Occupying a spot on the corner of Oxford and Palmer St in Darlinghurst, with an open bar stocked full, Style Space will offer shaves and classic cuts from renowned barber Patrick Casey of Cleveland’s Salon and Café and a fragrance station matching man to scent.
Lynx Style Space will also feature nightly discussions led by some of the coolest guys and girls in Australia, sharing stories and their opinions on effortless individuality leading to their own success on topics ranging from style, grooming, gin and music.
Lynx Style Space will welcome the after-work crowd with some of Sydney’s best DJs including Canyons DJs, Ariane, Lady Shave, Black Vanilla DJs, and Captain Franco, and specially-created cocktails designed by Matt Linklater of Bulletin Place.
Says jon McCarthy, director, Lynx: “Lynx has always understood what’s important to guys. We know that personal style is more and more important to Australian males… so when it opens in November the Lynx Style Space will be a celebration of style and grooming as a really interesting expression of who you are,” says Lynx Director, Jon McCarthy.
Says Katie Rigg-Smith, CEO, Mindshare: “We are really excited about the Lynx Style Space as it is a great example of paid, owned and earned channels all working effectively together to deliver a very unique experience for our Lynx audience.”
Lynx Style Space will be open from this Wednesday 12 November.
Speakers:
Thursday, November 13 – Style panel curated by Luc Weisman of D’Marge
Wednesday, November 19 – Stuart Gregor from Four Pillars Gin (Gin Class)
Thursday, November 20 – Coolest Guy Ever Screening and Panel by Vice.
Wednesday, November 26 – Kate Abdou Talking Man Caves
Thursday, November 27 – Donny Benet Talking about what your music says about you
DJs:
Canyon DJs, Retiree DJs, Ariane, Black Vanilla DJs, Captain Franco, Adam Lewis (Goodgod), Michael Kucyk (Noise In My Head), Jawz, Lady Shave DJs and Vice DJ.
4 Comments
Groan
Pity no one who uses Lynx is over 18
So the global work based on the longstanding strategic platform sends guys into space because you’ll get more tail if your’e an astronaut. Australia discards that because ‘it’s so dated talking about using a product to score chicks’, and opens a pop up bar where guys and girls can hang out, get their hair cut and be posey hipster dickwads. That about sums up where Australian advertising is right now.
Sounds like a few expensive haircuts